2014 has been a roller coaster year for design, web development, search engine optimisation and all things that concern websites. We took the ride and tumbled with glee as tides turn; Google updates its algorithm for the nth time; and standards and best practices are updated to conform to changing user requirements.

Typically, when you begin to develop a website, you bring in a web developer and a designer. SEO experts come after – during your content development or maybe after so many months more – as if search engine optimisation is just an after-thought.

You may be having your web design site done for the first time. Or, perhaps you already have a website but it just hasn't worked for you like you thought it would. There is one thing to keep in mind if you are in the process of website development; that is, you need to go beyond looks. Content matters, and it is engaging and targeted content that converts site visits into sales.